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I happen to strongly disagree with this article. For us smaller companies (the Non-GM's of the world) there's no real new brand awareness created on an advertisement that people don't click on. And on the other side of that coin, FB has yet to prove its ability to convert users (who are there to socialize) into impulse buyers for your product. If you want a million people to see your company's name and message, and then just a small handful to actually click on the ad, then yes, FB might be a really cheap way to go. But then again, what's the point?